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If you're in the dental field and feel it's becoming harder to get patients, you aren't just imagining it. According toDentistryIQ, various factors contribute to a more competitive market, such as the advent of regional corporate practices and a denser concentration of dental practices in high-population areas. Marketing is the key to maintaining your business' success. Read on in this guide from Ackerman Practice Management to learn how to become your own marketing team.
Define your target audience
If you're going to reach your target audience, start by figuring out exactly who that is. Coming up with a profile of your ideal customer will make it easier to figure out how to market to them. One way to do this is to look at your current patient demographics. Consider points like age, gender, and the type of services people look for. It can help create a fictional patient profile, giving you a "face" to your target audience.
Clarify your brand
Once you have an idea of who you're trying to reach, it's time to think about how to reach them. Successful marketing means standing out from the competition. Towards this end, you want to establish a unique brand. To do this, ask yourself what your values are, your business mission, and your business narrative. For example, maybe you took over your dental practice from your father—that kind of family angle is a unique story to share.
Choose appropriate marketing channels
With your target audience defined and brand clarified, consider what channels you want to use to disseminate your marketing materials. Marketing channels refer to the different types of media you might utilize to push out your marketing content. Examples include social media, email, search engine optimization, and partnership marketing. Instead of trying to use every channel possible, focus on a few core options.
Develop key messages
All of the marketing materials should be built on some key messages. These are the essential details you hope to communicate about your dental practice to your target customer. To develop your key messages, consider your target audience—what information is relevant to them? You want to craft messages that will resonate with their values. The messages themselves should be clear and concise.
Develop your marketing materials
Once you have your key messages in hand, you can create marketing materials. These could include pamphlets, emails, internet ads, social media posts, and more. Whenever possible, Keap recommends saving time and effort by repurposing marketing materials. For example, if you take a great photo of your dental practice for your website, you might also incorporate that photo into a pamphlet.
You can also develop infographics to help educate your customers about good habits or common conditions. You don’t even need to hire a graphic designer; you can use an infographic template to generate compelling graphics on your own. You can even customize them to your liking with colors, text, and backgrounds. Then you can feature them both in pamphlets and in your offices.
Create a strategic plan
Your marketing materials should be disseminated according to a strategy. A marketing expert can help you develop a plan that fits your needs. They can also help you create compelling marketing materials if you struggle to bring your vision to life.
Measure your marketing success
The great thing about marketing is its flexibility. You can try something out, see if it works, and change it up if it doesn't. However, to do this, you need to make sure you're tracking what does and doesn't work. Set yourself key performance indicators (KPIs) to measure your marketing. Some possible KPIs might include sales growth, lead generation, customer lifetime value, and customer acquisition cost.
Dentistry can be a crowded field, making it essential to stand out. The above marketing tips will help you do just that.
Ackerman Practice Guest is about providing you with managed clinical and business systems customized to your unique patient base, philosophy of care, and goals. Every system is customized for you. We provide the operational policies, help establish measurable goals, set benchmarks, train staff, and manage business operations so you can do what you love, providing exceptional care to your patients.
For more information, please visit our website or contact us today at (516) 218-6808!